advert analysis

ADVERT ANALYSIS BY 4ยบESO STUDENTS IN THE BILINGUAL SECTION AT I.E.S. ZURBARร N

Gonzalo Calvo Sรกnchez

4ยบESO1

THE TWILIGHT SAGA: BREAKING DAWN- PART 1 “Epic Event” DVD TV Advert http://www.youtube.com/watch?v=lqLFiZErRo4

The advert lasts for 32 seconds, and it’s inserted between any kind of programmes but mostly programmes between noon and afternoon.

The iconicity of this advert is further computer processed image and some photography and writing.

The product appears in a normal size without drawing attention and it is contextualized artificially and it only appears between 7 or 8 seconds in only one shot.

In the advert there are many different characters, Edward, Bella, Jacob, Alice, Jasper, Esme, Carlisle, Emmet and Rosalie, all the wedding guests and the wolf pack Paul, Jared, Sam, Leah, Seth, Embry, Quil, Collin and Brady in their wolf forms. They are all cute characters; the Cullens belong to a rich social class, Bella to the middle class and the wolf pack to the lower middle class. The presence of colour is varied but the dominant colours are greens which come from the nature (flowers, trees, woods, etc) and a mix of reds and purples which are related to the dawn, because of the title of the film. The advert has a

normal cadence of shot and different camera movements; mostly static and travelling. It has many shots and many different kinds; panoramic, general, full, medium etc. more or less 24, of which each one lasts, 1 or 2 seconds depending on the shot. The shots normally change with a fade but sometimes with a cut. The logo and the brand appear at the end with the DVD at the same time. The written text is the following: On February 11th the final chapter arrives on DVD and blu-ray. Get it February 11th.

The advert hasn’t got silences nor many sound effects either, the only sounds are the wolves and the background music while the characters are speaking.

The relationship between the advert and the spectator is a discourse because it’s clear what it’s going to be sold. It is a rational persuasive strategy. The function of the language used in the advert is emotive, because it is self-expression. The appeals of this advert are dreams and fantasy, and romance between success and love.

This is an advert for a car , the Volkswagen Beetle. It lasts for one minute and sixteen seconds. The iconicity of the advert is in the first part a dog that does exercise and in the second part computer processed images. The advertised product is an artificial product, it’s a car. It appears for a short time, about six or seven seconds. The car creates depth and it influences the visual impact because it appears in the background.

A lot of characters appear in this advert. The main character is the dog that appears at the beginning. At the end there are a lot of characters in a bar, they are very strange, like aliens.

In the first part, clear colours like white, green and red, appear. In the second part darker colours than in the first part like black or brown appear. In the first part there may be white saturation. This advert is not credible.

The movement of the filmed reality is in the first part, always moving from left to right and in the second part it is static because the characters move very little. The movement of the camera in the first part is travelling from left to right and in the second part, it is horizontal. The cadence of shots is normal.

I think that there are two shots, a main shot and a general shot in the first part and in the second part of the advert there are two shots, one American and group shot and one main shot.

There is a text which is the slogan and it says “That’s the power of the German engineering. Das auto.” The logo is this.

The brand is a German car company called Volkswagen and the model of the car is the Beetle 2012.

The slogan is only written. It’s a bit long and it isn’t popular language. It hasn’t got redundancy. It appears in adverts of the same product in other media. In my opinion, the slogan is not very good because it isn’t easy to remember.

The music in the first part is a harmonic song, then there is a popular song and at the end there are some strange people talking and there is a fun song in the background.

The middle song stays in your head, I like it very much.

The advert hasn´t got any silences.

The relationship between the advert and the spectator is good but not because of the car as it appears very little but due to the music, for the joy, for the fun … I like this advert very much.

I think the persuasive strategy is to contrast ugly people with a precious car, so the car seems more beautiful. http://www.youtube.com/user/Volkswagen?blend=6&ob=0

FERNANDO ALARZA

METHOD OF ANALYSIS FOR TELEVISION ADVERTISING

Name: Carmen Pérez Curse: 4º ESO 1.

PACO RABANNE- black xs

This advert lasts for 21 seconds. It’s about perfumes, for men and women. It is created with computer processed images. The object is a perfume (artificial), and its size is medium. The object appears for 2 seconds.

There are two characters: A man and a woman, they are beautiful and erotic and they are young.

This advert is in black and white, dark colours dominate.

The advert is moving all the time.

There is a relationship between the predominant colours and the perfume because it is made for young people, the music, the dark colours, the characters‌ As for the movement of the filmed reality, the characters are moving all the time, the cadence of shot is photograph by photograph and the articulation is fading. There are twenty-one shots: The first four shots and the sixth, seventh, eighth, tenth, eleventh, twelfth, fourteenth, fifteenth, sixteenth, twentieth and twenty-first are medium shots, the fifth is an American shot, the ninth, the thirteenth, seventeenth, eighteenth and nineteenth are first and fore shots.

The brand is black xs by Paco Rabanne and the music is aggressive, harmonic, non-tonal and serious. It’s disco music and for young people, the characters have guitars so the perfume can be for the night, the parties, etc‌ There is a silence at the end of the advert.

The object only appears at the end, so I think that it is for keeping the spectator in suspense, watching the advert until the end and the relationship between the spectator and the advert is a tale.

The movement of the advert is too fast, it can create a state of pressure.

The function of language in this advert is conative.

This advert tries to assure you, to make you feel satisfied with yourself and with love objects, appealing feelings, dreams and fantasy, romance between success and love, because the characters are a boy and a girl who are flirting all the time.

So the advert creates needs for security, love and affection, and self-esteem.

Analysis for Internet Advertising

The link is http://www.youtube.com/watch?feature=endscreen&NR=1&v=hgOcoVpz1Jo

The advert for the new Diesel Fragrance I’ve seen this advert on the Internet. I’ve chosen this advert because it appeals to me. Now I will analyse it.

The advert takes 21 seconds from the beginning to the end, and these 21 seconds are divided into 15 shots with an average length of 2 seconds. Now I’m going to look closely at some of these shots full of powerful images.

At the beginning of the advert the only character draws a line in the sand, a very powerful image that represents challenge. The character is a young, fit, fashionable and rich man.

The next image shows the character running along an empty street of what is probably New York, a place that is usually full of people; this suggests individualism. Then a bird of prey which is flying between two buildings appears, probably to show the way to the character. The bird of prey is an image of speed, power, freedom, etc.

The next shot shows us that he is preparing for a fight, like a boxer. Once again, there are powerful masculine images for young men.

The next shot shows the character without a shirt. It is an image for the fashion industry. He is surrounded by mirrors reflecting his image. It is an image of an ideal male body.

The next two images are very close together. First a close-up of the character appears reflected on a mirror, which is immediately broken and then our character is seen running away, perhaps he is escaping from the hold of fashion.

In the next image he is getting ready for the fight. This is a sign of masculinity. This shot is also related to a previous image that shows us the same as this.

In the last image the character is surrounded by cars, but he isn’t afraid, he starts to run between the cars and these reverse away. It seems that he is the winner, he is able to do anything.

The colours used in this advert are mostly black, grey and white, but sometimes, at the same time, the advert shows us a bit of brightness. These colours are traditionally masculine colours. There are no soft feminine colours in this advertisement.

It is not a static advert showing one scene only. It shows fifteen shots in 21 seconds. That is to create an idea of speed, power, energy and change.

The position of the camera is at head height, except for one shot where we see a bird’s eye view of the character running through the street (crane). Throughout the advert there appear all kinds of shots(...).

The advertised product is a fragrance. Its contextualization is a bit exaggerated (artificial) because in the advert there appear very expressive images to advertise this product. The time of appearance of the product is about 4 seconds and this appears in the first shot. With this, the brand wants to create a sensation of depth in the image, so with that, people only see the product.

Now, I will analyse the slogan, which is: “Only the Brave” The slogan reflects that this advert is for a masculine fragrance because it uses the word “Brave”, which I think it is a word often used when talking about men. So the identification of the message with the product is complete.

The word “Who” is repeated four times during the advert. The repetition of “Who” in four continuous questions is related to the challenging message of the advert. The character asks why he has or we have to accept what society says. He challenges the limits that other people set us). So men who use Diesel aren’t men who always do what people say they should do without first questioning. In this way the advert uses strong challenging words like “stop”, “judge”, “right and wrong”... which again make us think about the challenge.

The use of “Who” four times is a kind of rhyme which helps hammer the message into the mind.

Let´s analyse the music. In this advert the music is very simple. It consists almost always of bongo drums. This music makes the heart beat faster making the spectators feel the same aggressiveness as our character. The use of bongo drums also creates images of primitive men. Once again, there is a sign of masculinity in our minds.

The relationship between the advert and the spectator is that it wants to make young male spectators feel like the man in the advert ,that they don’t want to passively accept what society tells them.

In conclusion, this advert appeals to the selling assurance of oneself and it is also related to the selfesteem, the self-knowledge and the self-realization.

Jesús Javier Talaván Díaz 4ºESO1

Raúl Martín López 4ºESO1

http://www.youtube.com/watch?v=kYbHvch1xCo

This advert has a duration of fifty- six seconds.

In this advert the iconicity consists of photographs, animation of objects, computer processed images and writing.

At the end the bottle of perfume appears. There are many moving images. And in the video sentences such as: “Nice try”, “too bad”, “no way” or “she’s not” appear.

The object is artificial. In this advert the perfume only appears at the end of the advert and there is only one bottle.

In the advert the size of the perfume is normal.

In this advert there are two protagonists, a woman and a man that appear at the beginning. The man appears for twenty seconds whereas the woman appears only for two seconds. Then there are many people in a disco and in the street.

This advert is in black and white, but at the end the bottle of perfume appears in colour, in gold.

The camera is static, travelling and in a crane. It is static when the camera records people who are trying to enter the disco and to other people who are in the disco. It uses a travelling shot when the protagonist woman is walking, when the woman and the man go to the disco on a bicycle and when they are in the disco. The camera is in a crane, when it’s recording in the disco. In this advert the cadence of shot is in acceleration and there are some photographs.

There are many shots, there are more than thirty. The length on average for all of them is less than one second. The shots are connected by cuts.

The logo of the brand is “Carolina Herrera New York”.

The slogan of this product is “Are you on the list?” and this slogan is used only to the perfume, because the advert shows a disco that is only for VIP people and I think that the slogan wants to show that if you have this perfume you are a VIP person. The slogan is off camera with a voice reading the slogan.

The song is related to the advert, because the song is created for this fragrance. It is a popular song and it is aggressive, but not very aggressive.

In this advert there aren’t any sound effects.

The music finishes when the fragrance appears, at the end.

This advert is a discourse, because the perfume is for people who want to be VIP. This advert uses a moving strategy function.

and has a conative

The advert shows the rich and luxurious life styles and glamorous places. The advert shows the rich and luxurious life styles because rich people appear and it shows a glamorous place, because in the disco only people who are rich are allowed to enter.

Also perfumes are love objects.

The aims of this advert are love and affection and enjoying beauty. Love and affection are explained in the previous paragraphs and enjoying beauty because for me perfumes inspire beauty with their smell.

“DEAR 16 YEARS-OLD-ME” My goal today is to talk about an advert called “Dear 16 yearsold-me” which appears on the Internet and it is five minutes and four seconds long. It´s an advert by a British company.

Let´s look now at the structure of the advert: Firstly, I am going to talk about the characters, things and feelings which appear on it: The characters of the advert are about twelve people who have suffered from melanoma, also a photograph of a family appears and at the end, there is a web page where you get information about the illness. It produces sadness and some parts cause a visual impact on the people who are watching.

The thing that the advert advertises is a natural thing.

Secondly, I am going to focus on the music, the images and the silences which appear in the advert: It is filmed in colour, but at the end the images fade into grey all time. I think it is because grey represents the sadness that people have to endure during the illness, and the colours represent the happiness the people feel when they have got over it.

Furthermore, for most of the advert the camera is static, but sometimes it is travelling and the shots which appear are medium shots, close up and first and fore shot. However, in it, there is not music because the characters are talking most of the time, but there is a silence between seconds twenty and twenty-five.

Thirdly, I´ll focus on the logo and the message of the advert. In this paragraph, I should also talk about the slogan, but as this advert doesn’t have one, I have removed it:

I believe that the logo of the advert is “Dear 16 years-old-me� but I am not sure. It is repeated many times, especially at the beginning of the advert.

In addition, the message is structured like a discourse and a tale at the same time, because it is very closed and emotional.

The functions of language which are used are the referential function, the emotive function, the conative function and the aesthetic function Finally, the aim is for appeals and the needs that the advert creates: The different appeals which appear are selling emotional safety, selling feeling of being rooted and sad families.

The needs are: - Physiological, because you must think that not all people have to suffer the illness.

- Love, because you have to be an emotional person to understand this illness in the correct way.

- Security so that you do not have the illness.

- Knowledge about what the illness is, what are its symptoms, its cures, its characteristics, etc.

This is the link for the advert: http://www.youtube.com/watch?v=_4jgUcxMezM ALBA ISABEL PASCUAL